"I'll Lie Down Once" Shopping Access with Fun Communication

Live Commerce Spotlighted for Introducing Product Usage and Instantly Resolving Questions in Real Time

Jinus conducting 'Naver Shopping Live'.
[Photo by Jinus]

[Asia Economy Reporter Kim Jonghwa] Online shopping has increased. Unlike in the past, instead of visiting offline stores, people set alerts for live broadcasts of products they are interested in on their smartphones. At a scheduled time, they watch the live broadcast to examine the product in more detail, ask questions directly, and make purchases with live benefits. Recently, consumer trends have evolved into 'live commerce.'

Live commerce refers to an online channel that sells products through real-time video streaming. Even without visiting a store in person, consumers can indirectly experience the product, and price discounts or gift benefits are sometimes offered.

Moreover, questions can be asked in real time. The host demonstrates the use of the product according to consumer requests that come in live. Participating companies also leave direct replies in the comments to various inquiries for interactive communication with viewers.

◆ Zinus: From Lying on the Bed to Adding Fun Elements with Events = As the MZ generation, who prefer 'FUN' content rather than simple purchasing activities, emerge as a new main consumer group, live commerce is gaining more attention. The global furniture brand Zinus garnered great responses from consumers by revealing the host’s impressions after lying on the mattress and showing the brand team leader installing the frame during a live broadcast last September.

To capture consumers’ hearts, Zinus will hold its second 'Naver Shopping Live' on Thursday, the 29th, at 2:30 PM. Through this shopping live, all customers who purchase products will receive a mattress cover, and a hidden discount of up to 40% will be offered in limited quantities.

A gift-giving event to stimulate viewers’ interest will also be held. Viewers who leave comments on which product?memory foam mattress or spring mattress?sells more will receive gifts if they answer correctly after the broadcast. A surprise event revealed during the broadcast will award one lucky winner with an Apple Watch Series 6 as a prize.

◆ Canon Korea Business Solutions Targets Home Office and Homeschooling Trends = Recently, interest in printers has increased due to home office and homeschooling trends. To assist customers hesitant to purchase after only seeing simple product introductions on online channels, Canon Korea Business Solutions held a Naver Shopping Live broadcast on the 28th.

The broadcast revealed how to use the products at home and showcased 12 best-selling products including portable printers and photo printers. The main products included ▲ultra-compact, ultra-light portable printer TR150 ▲high cost-effectiveness genuine infinite inkjet G2910 ▲stylish mobile-specialized printer TS5392, offering viewers a chance to purchase popular products reasonably with generous product packages.

◆ LG Electronics Unveils New Eye Area Beauty Device via Live Commerce = LG Electronics also introduced the new product 'Eye Care' through 'Naver Shopping Live' on the 21st. Starting with this live broadcast, LG Electronics conducted pre-orders for the LG Pra.L Eye Care (model EWN1) until the 29th.

Eye Care is LG Electronics’ eighth premium home beauty device, dedicated to the eye area. It focuses on managing skin tone and elasticity around the eyes, dermal density, dark circles, and eye bags. Actress Lee Yu-ri appeared on the live commerce broadcast, interacting with customers, personally trying the Eye Care device, and introducing the product.

This content was produced with the assistance of AI translation services.